How Ewan MacLeod started their logo design journey

Company name

IE Clarity

Overview

Clarity is an online tool for Building Managers or Facilities Managers to organise, review and manage their buildings. Although you might think it's all about being able to phone a plumber when there's a leak or hire a painter and decorator to fit out a new section of the office, it's actually quite a complicated life as a Facilities Manager. The biggest issue they have is receiving plans and details from the service providers they work with. Service providers usually supply information (such as paint colour, door model numbers and so on) in a haphazard manner -- and in paper format!

This makes life so much easier for the Facilities Manager. The next time they need to find out the paint colour for the second floor, instead of leaving through (potentially) hundreds of paper files, they can get that information in just a few clicks.

Tell us a bit about who you are and the people you reach

We're targeting the Building and Facilities Management marketplace. These people are typically harassed and busy, but have an appreciation for useful online services. They need to feel that our logo represents us in a positive, reliable and helpful manner.

Requirements

We'd like an image or graphic along side the words 'Clarity' or 'IE Clarity'

(IE stands for Interactive Energy, which is our parent company. You could leave 'IE' in or simply remove it, we're open to both alternatives and whatever you think looks good. Alternatively, consider: 'Clarity' and then underneath in a different type, 'by Interactive Energy'.)

- The Image:
We'd like a simple graphic positioned next to or above the typeface. Do keep the graphic simple, bold and clear: The image will be replicated across different mediums and we're planning particularly on using embroidery on clothes, so the image needs to be simple.

- Image ideas:
Our online service is a repository of easily accessible information for the building management and construction industries, so think building, construction, libraries, data, information, access of information. Also remember the name of the service -- 'Clarity' -- so perhaps some kind of image relating to that.

- Typeface:
Bold, clear, reliable. We think we prefer bold Helvetica style typefaces but perhaps a variation of Times New Roman might work.